by Maserati Could Get a New Lease on Life Through Collaboration with Alfa Romeo
Maserati is going through a tough time, but the situation could improve thanks to closer collaboration with Alfa Romeo. The two companies could begin sharing platforms, engines, software, and electronics. For example, the future Alfa Romeo Giulia and Stelvio could become the basis for new Quattroporte and Levante models.
Currently, Maserati’s lineup has significantly shrunk – the brand has discontinued production of key models such as the Ghibli, Levante, and Quattroporte. This has left the company with a limited range, which contradicts its initial plans. The development of new models has been paused, and investments have been cut, raising questions about the brand’s future.
Shared Technologies and Risks
CEO of Alfa Romeo and Maserati, Santo Ficili, stated:
We are striving for synergy between the two brands, which could make our cars more connected.
This means that the new Quattroporte and Levante could be built on the STLA Large platform, which is also used for the Dodge Charger and Jeep Wagoneer S. Initially, the Quattroporte was planned to be fully electric, but now management believes this could be a mistake due to customer confusion regarding different engine types.
Ficili added:
We need to consider hybrid and plug-in hybrid engines, depending on technological developments.
However, such a strategy carries risks – Alfa Romeo and Maserati models could become too similar, as has already happened with the Tonale and Dodge Hornet. Ficili acknowledges the need to preserve brand individuality but believes they can share technical solutions.
Using shared technologies with Alfa Romeo could accelerate the development of new Maserati models and reduce costs. However, the success of this strategy will depend on whether the company manages to preserve the unique character of its cars. Market needs are changing rapidly, and Maserati will have to find a balance between efficiency and individuality.
